WestJet's 12,000 mini miracles

This case study describes how WestJet, a Canadian airline, utilised social media to increase brand engagement.

WestJet's 12,000 mini miracles

Client: WestJet

Agency: In-House

Campaign Summary

To stand out during holiday season, the Canadian airlines, WestJet, built on its content marketing equity of the past three seasonsand and delivered a deeply emotional, virtual social media extravaganza in the hopes of creating not just a moment but also a movement:

  • The goal—to encourage 12,000 WestJetters across the network to perform and submit (via social channels) 12,000 mini miracles (or random acts of kindness) on December 9th over a 24 hour time period.
  • Starting in London, UK across to Hawaii, US each mini-miracle submitted with #WestJetChristmas was tracked...

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